want to rely on their own feelings and instincts instead of data and numbers
TREND 08
Intuitive health
Our lives are dictated by numbers. We generate more data in a single day than in the past 5,000 years combined and this numeric explosion also extends to our health. From tracking our sleep, monitoring our heart rate, counting our steps to even measuring our stress levels, today it’s all about the metrics.
However, as people gain the tools to quantify every aspect of their health and well-being, many are beginning to step back, choosing to rely on their instincts.
63% of people want to rely on their own feelings and inner cues instead of data or numbers. This shift represents a growing desire to reconnect with our personal experiences, urging us to tune into how we truly feel instead of solely relying on data.
It’s about taking back control by prioritising our feelings and reconnecting with our bodies, enriching our health and wellbeing journeys beyond mere numbers.
CASE
Book - More numbers every day
Global - Media & Entertainment
This book by two quirky economics professors explores our obsession with quantifying every aspect of life, from sleep to social connections. The authors reveal how reliance on numbers can mislead us and obscure what truly matters, urging readers to balance data with intuition for a healthier, happier life.
“I think for a number of years, we all got caught up with the data and numbers related to exercise and well-being. I think now there's more of a focus on overall well-being rather than just the metrics.
For example, if you've been out for a good walk, enjoyed some fresh air and sunshine, and interacted with people, I think more individuals are prioritising how that feels over simply counting the number of steps taken.”
Female, Gen X, UK
Younger generations show a greater appreciation for tracking their health metrics compared to older generations, yet they align with the broader trend of increasingly relying on intuition. In fact, 54% of Gen Z express a desire for a more instinctive approach, prioritising feelings over figures. They understand that while technology can enhance their understanding of health, it's essential to listen to their bodies and emotions as well. It’s about balance: merging intuitive insight with technology’s offerings and nurturing health in a way that feels genuinely supportive rather than overwhelming. By integrating both perspectives, they can cultivate a more holistic approach to health and well-being.
Gen Z
Gen Y
Gen X
BabyBoomers
% want to rely on their own feelings and instincts instead of data and numbers
“I think that humans are driven by both feelings and reason. But when it comes to decision-making, I still believe that feelings dominate. It's something that comes from the past. Intuition has always had an evolutionary importance.”
Male, BB, BE
CASE
Noom - Learn to eat mindfully
US - Health & Wellness
Combining psychology with health tracking, Noom encourages users to reflect on their feelings rather than just focusing on weight metrics. By emphasising personal experience and behavioural change, it promotes intuitive eating and emotional awareness.
Brand takeaway
What does this mean for brands?
Prioritising authenticity over data, inviting consumers to reconnect with their bodies and personal experiences. Through messaging, brands can emphasise balance over perfection, showing how data and intuition can coexist in a meaningful way.
Brands can empower people to embrace wellness on their terms, creating experiences that respect each person’s journey and unique connection to their body.